The impact of digital data transparency on consumer trust: An evaluation of a tech company’s marketing efforts in Lagos.
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- NGN 5000
Background of the study:
Digital data transparency is increasingly vital for fostering consumer trust in the competitive tech industry. In Lagos, a tech company has integrated transparent data practices into its marketing efforts by clearly communicating how customer data is collected, stored, and used. This transparency is achieved through comprehensive privacy policies, consent forms, and regular updates that build consumer confidence (Ibrahim, 2023; Adeyemi, 2024). The study evaluates the effect of these transparent practices on consumer trust, investigating whether clear communication of data practices translates into higher engagement and better conversion rates. By analyzing consumer surveys and digital marketing metrics, the research seeks to determine the relationship between transparency and trust. The study also considers potential trade-offs between data transparency and the effectiveness of personalized advertising, aiming to provide best practice recommendations for tech companies to optimize their marketing strategies while maintaining high levels of consumer trust (Chinwe, 2025).
Statement of the problem:
Despite efforts to enhance data transparency, the tech company in Lagos faces challenges in converting transparency into measurable consumer trust. Consumers may still be skeptical about how their data is managed, resulting in inconsistent engagement and lower conversion rates. The lack of standardized metrics to evaluate the impact of transparency on trust further complicates strategic decision-making. This study aims to address these challenges by investigating the link between digital data transparency and consumer trust, and by providing recommendations to improve marketing outcomes (Okafor, 2024).
Objectives of the study:
To evaluate the impact of digital data transparency on consumer trust.
To assess consumer perceptions of the company’s transparency practices.
To recommend strategies for optimizing data transparency in marketing.
Research questions::
How does digital data transparency affect consumer trust in marketing?
What are consumer perceptions of the tech company’s transparency practices?
Which strategies can enhance trust while maintaining effective personalized marketing?
Significance of the study
This study is significant for tech companies seeking to bolster consumer trust through enhanced transparency. It offers actionable insights into how clear data practices can improve engagement and conversion rates, supporting sustainable digital marketing efforts (Adeleke, 2024).
Scope and limitations of the study
The study is limited to a tech company in Lagos and focuses exclusively on digital data transparency and its impact on consumer trust.
Definitions of terms
Digital data transparency: The open communication of data collection and usage practices.
Consumer trust: The confidence consumers have in a company’s handling of their data.
Tech company: A business involved in technology-based products or services.
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